ISSN: 2222-6990
Open access
This study aims to highlight and summarize the systematic review to analyze the significant factors in consumer purchase regret." Specifically, the study analyzes: a) the prevailing definition of consumer purchase regret throughout the period; b) theoretical lens, through which this concept has been explored; c) key contributions of Consumer purchase regret; and d) Methods of research used to test sustainable consumption. Consumer purchase regret is the central interest ofemotions in the current article. Academics and marketers are constantly concerned with the increased importance of consumer behavioral issues and their elevation towards an important agenda for purchase regret. In addition, it has also been recognized as a key driver of innovation by marketers. The novelty of this article is based on the systematic literature review of theories and empirical findings concerning consumer purchase regret in last few years. The possible effects of purchase regret on consumer behavior were discussed and also considered the anticipation of regret influencing on decision making.
In order to review current regret conceptions in accordance with Denyer and Tranfield's instructions, the five-step approach to SLR was followed after a comprehensive database search and applying inclusion criteria, 15 research articles were incorporated for this systematic review. The core part of the paper discusses the specific CPR methodology used in this study and presents the review findings and discusses them. Finally, future developments are recommended in the promising field and the overall contribution in addressing critical challenges for CPR.The results of the review showed that the concept of consumer purchase regret has changed over time as consumer behavioral changes progresses. In addition, the study revealed that cross-sectional designs based on the survey methods taking into account certain subpopulations are widely used in existing research methodologies. Future studies on consumer purchase regret can be focused more on exploring additional issues regardingthe antecedents and critical challenges faced by both marketers and consumers in the developing countries.
1. Baumgartner, H., Pieters, R. and Bagozzi, R.vP. (2008), “Future?oriented emotions: conceptualization and behavioral effects,” European Journal of Social Psychology, Vol. 38 No. 4, pp. 685-696.
2. Bettman, J. R. (1979). An information processing theory of consumer choice. Reading, MA: Addison-Wesley.
3. Bettman, J. R., Johnson, E. J., Luce, M. F., & Payne, J. W. (1993). Correlation, conflict, and choice. Journal of Experimental Psychology: Learning, Memory, and Cognition, 19, 931-951. doi: 10.1037//0278 7393.19.4.931
4. Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25, 187-217. doi: 10.1086/209535
5. Bui, M., Krishen, A. S., & Bates, K. (2011). Modeling regret effects on consumer postpurchase decisions. European Journal of Marketing, 45(7/8), 1069e1090.
6. Chang, C.-C. (2013). Examining users' intention to continue using social network games: a flow experience perspective. Telematics and Informatics, 30(4), 311e321.
7. Chen, J., Teng, L., Liu, S. and Zhu, H. (2015), “Anticipating regret and consumers’ preferences for counterfeit luxury products,” Journal of Business Research, Vol. 68 No. 3, pp. 507-515.
8. Cooper, M. L., Frone, M. R., Russell, M., & Mudar, P. (1995). Drinking to Regulate Positive and Negative Emotions - a Motivational Model of Alcohol-Use. Journal of Personality and Social Psychology, 69, 990 1005.
9. Damasio, A. R. (2000). The feeling of what happens: Body and emotion in the making of consciousness: Houghton Mifflin Harcourt.
10. Damasio, A., & Carvalho, G. B. (2013). OPINION The nature of feelings: evolutionary and neurobiological origins. Nature Reviews Neuroscience, 14, 143-152.
11. Davis, F. D., B agozzi, R. P. and Warshaw, P. R. (1989), “User acceptance of computer technology: a comparison of two theoretical models,” Management Science, Vol. 35 No. 8, pp. 982-1003.
12. Davvetas, V., & Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal Of Business Research, 80, 218-227. doi: 10.1016/j.jbusres.2017.04.008.
13. Davvetas, V., & Diamantopoulos, A. (2018). “Should have I Bought the other One?” Experiencing Regret in Global versus Local Brand Purchase Decisions. Journal Of International Marketing, 26(2), 1-21. doi: 10.1509/jim.17.0040.
14. Delacroix, E., & Jourdan, P. (2007). Consumer tendency to regret: Validation of a measurement scale. Recherche et Applications en Marketing (English edition), 22(1), 25–44.
15. Denyer, D. and Tranfield, D. (2009). Producing a systematic review. In Buchanan, D. and Bryman, A. (Eds), The Sage Handbook of Organizational Research Methods. Thousand Oaks, CA: Sage Publications, pp. 671–689.
16. Dhar, R. (1997). Consumer preference for a no choice option. Journal of Consumer Research, 24(September), 215–231.
17. Dhir, Amandeep, Kaur, Puneet, Chen, Sufen, & Lonka, Kirsti. (2016). Understanding online regret experience in Facebook use–Effects of brand participation, accessibility & problematic use. Computers in Human Behavior, 59, 420-430.
18. Dwyer, F. R. (1984). Are two better than one? Bargaining behavior and outcomes in an asymmetrical power relationship. Journal of Consumer Research, 11(September), 680–683.
19. Flavi?n-Blanco, C., Gurrea-Sarasa, R., & Or?s-Sanclemente, C. (2011). Analyzing the emotional outcomes of the online search behavior with search engines. Computers in Human Behavior, 27, 540–551. http://dx.doi.org/10.1016/j.chb. 2010.10.002.
20. Fontaine, J. R. J., Scherer, K. R., Roesch, E. B., & Ellsworth, P. C. (2007). The world of emotions is not two dimensional. Psychological Science, 18, 1050-1057.
21. Gabler, C. B., & Reynolds, K. E. (2013). Buy now or buy later: The effects of scarcity and discount on purchase decisions — Journal of Marketing Theory & Practice, 21(4), 441–455.
22. Gabler, Colin, B., Landers, V., Myles, & Reynolds, Kristy, E. (2017). Purchase
In-Text Citation: (Sarwar, Awang, Habib, 2019)
To Cite this Article: Sarwar, M. A., Awang, Z., Habib, M. D. (2019). Consumer Purchase Regret: A Systematic Review. International Journal of Academic Research in Business and Social Sciences. 9(9), 403- 425.
Copyright: © 2019 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode